Determinants of Multichannel Consumer Switching Behavior:A Comparative Analysis of Search and Experience Products

摘要：

　　In the present competitive retailing environment,retailers are confronted with consumers who are prone to switch between online and physical retail channels as well as across retailers.This research attempts to understand the factors that influence multichannel consumer attitude to engage in switching.We propose a model based on the push-pull-mooring theory to study the impact of various determinants on attitude to switch between different multichannel retailers in the context of two types of products.Results suggest that exploratory consumer behavior has positive effects on switching attitude across both types of products.Further,there are numerous interesting findings that differ across search and experience products.We provide managerial insights for mttltichannel retailers and discuss the implications for future research on consumer switching behavior in a multichannel environment.

关键词： Multichannel retailing Consumer switching behavior Search products Experience products

作者: Li Zhang Lih-Bin Oh

作者单位: School of Management, Xian Jiaotong University, China

会议类型: 国际会议

会议名称: The Twelfth Wuhan International Conference on E-Business(第十二届武汉电子商务国际会议)

会议地点: 武汉

会议语种:英文

页码: 205-212

在线出版日期: 2013-05-25（万方平台首次上网日期，不代表论文的发表时间）